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Social media effectiveness

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Article

This article explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.

Article

This paper explores how to select the correct metrics to measure the social media activity and engagement of consumers with a brand during a campaign.

Article

This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.

Case Study

This case study looks at how Northwell Health, an American healthcare system, established an emotional connection with its audience by creating an amphibious prosthetic to change the lives of amputees.

Case Study

This case study details how Doritos, a savoury snack brand, discovered a new point of view on boldness and regained millennial interest in Brazil.

Case Study

This case study explains how Under Armour, an American sportswear brand, cemented its connection to Golden State basketball player, Stephen Curry, to become a credible threat in the lucrative basketball category.

Case Study

This case study explains how L'Oréal Paris, a cosmetics brand, tackled the lack of diversity within foundation shades by turning its harshest critics into its biggest advocates in the UK.

Case Study

This case study is about how US activist movement Black Lives Matter raised awareness of race and racism by provocatively appropriating a Facebook feature.

Case Study

This article explains how Off The Street Club, Chicago's oldest boys and girls club, helped children reject social pressures to live a life of crime on the streets with its 'Hope Is Tougher' campaign in the US.

Case Study

This case study describes how credit card brand Mastercard used digital and social media to connect with mothers in Singapore.

Case Study

This case study describes how make-up brand Maybelline used Facebook, and its audience's obsession with Snapchat selfies, to launch its Dream Velvet foundation in Singapore.

Case Study

This case study explains how Levi Strauss jeans relaunched an old jeans series in India with zero paid media through a social media campaign featuring inspirational women.

Case Study

In this case study, Vodafone Business Services (VBS), the division providing telecommunication services to enterprise in India, built a connection with SMEs and increased leads by showing it understood the needs of SME owners in a series of videos.

Case Study

This case study describes how denim brand Levi's used a multimedia approach to inspire a co-creation campaign to connect with millennials in China.

News

GLOBAL: Campaigns for BT Sport, Headspace, JetBlue, KFC and Reese’s have been awarded Golds in the Effective Social Strategy category in the 2017 WARC Awards which recognise next-generation marketing effectiveness.

News

GLOBAL: Facebook could be inflating the reach of its Ads Manager tool because what the social media giant claims does not match US census data, a senior analyst has warned.

Case Study

This case study shows how confectionery brand SNICKERS partnered with 7-Eleven to engage Australian millennials in a category that has declined 6% since 2007.

Case Study

This case study shows how two junior agency executives from Host created the global social media campaign #redefinewomen to draw attention to outdated sexist definitions on Google Define with no budget or backing of any movement or brand.

News

LONDON: In the quest to break through online clutter, brands need to challenge the capabilities and restrictions of social media formats in order to surprise consumers with something new, an AKQA planner has said.

Article

This event report describes how social media has shifted from a new, largely uncharted medium that prized likes and shares, to a mature channel with big spend and accountability; as a result of the change, the need for a fresh use of social formats has never been more necessary.

Case Study

This case study explains how Fox Home Entertainment promoted its superhero film, Deadpool, globally through a viral social media campaign based around the promotional participation of its star and producer, Ryan Reynolds.

Case Study

This case study shows how the Dubai Foundation for Women and Children (DFWAC), a non-profit shelter for victims of abuse, shined a light on domestic abuse in the UAE using Instagram stories' tap feature.

Case Study

This case study shows how Orange, a telecommunications provider, gave an old retro game a twist to show young Tunisians the speed of its Internet services.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Case Study

This case study describes how Mondelez used an Instagram-focused campaign to launch its Cadbury Dairy Milk Oreo variant to the youth market in Egypt.